Cooperative Competition
My friend and mentor Felicia Brown introduced me to a term that I like: cooperative competition. Felicia and I share the philosophy that there are enough aching bodies and stressed-out people to go around, and we encourage therapists to network, network, network, make mutual referrals, and support each other. I like to think of massage therapists as “the family of hands”, a world-wide circle of energy that we all put our effort and intention into, and draw our strength from like drawing water from a well. I feel good about the relationships I have with other massage therapists in my area. I’d pick up the phone and call any of them in a pinch, and I think they feel the same about me.
I’m blessed with the opportunity to meet therapists from all over, who work and conduct their businesses in a variety of ways. Yesterday in a class I was teaching, one self-employed therapist brought up the subject of fair competition. In her area where massage normally goes for around 60.00-65.00 an hour, another therapist recently opened a business down the street from hers and is advertising massage for 20.00 an hour. Another therapist I know from that town had recently called me about the same thing, concerned that it was really going to hurt her business.
I have an opinion about pricing services: If you’re charging way more or way less than the going rate in your area, there ought to be a good reason for that. Therapists who work from home, for instance, don’t have the same overhead I do; that doesn’t mean their actual time or skill is worth any less than mine, but I don’t have any resentment if they charge a little less than I do. If you’re in service to the poor, or you’ve decided to focus your practice on elderly people with a fixed income, then go ahead and charge 20.00 and ignore any naysayers. But if your reasoning is that by charging 20.00 you’ll steal all the clients of the other therapists in the area who are charging 60.00, shame on you.
Yes, this is the land of free enterprise, and you have the right to charge anything you want for your services, if you’re self-employed. But I think such a business tactic as the one above just serves to alienate you from the other therapists in your area, and that’s a shame. I’d prefer to know that the other therapists working in my community respect me and have the opinion that I conduct my business with integrity, and I enjoy feeling the same way about them. When my office is busy, I gladly give out the phone numbers of other therapists in town to people who are trying to get an appointment in a hurry. I wouldn’t give out the number of someone who was charging 20.00 in an attempt to undercut other therapists. In fact, I might conclude that the person doing that doesn’t have any self-worth or confidence in their own ability to attract clients at the fair going rate.
Practicing cooperative competition is taking the high road. Trying to run other therapists out of business is taking a very rocky path to success.
Peace & Prosperity,
Laura Allen
Posted on May 10th, 2008 by Laura Allen
Filed under: General
As a new male massage therapist I was considering charging less simple because i feel it will be difficult to attract clients. What suggestions do you have for marketing?
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JF,
I have a male Rolfer in my practice, and next week a newly-licensed male therapist is joining us on a part-time basis; when he’s not working in my office, he’ll be doing chair massage at a popular tourist attraction that’s about twenty miles away.
Male therapists are a special group who do have some challenges that females don’t have. There are women who don’t feel comfortable receiving massage from a male; and there are women who wouldn’t mind receiving massage from a male, but have a controlling spouse who won’t let them out of the misguided belief it’s all about sex; and there are homophobic males who don’t want massage from a male.
That all said, I still know plenty of successful male therapists, and I don’t think you should charge less because you happen to be a man. Since you are a new therapist, you might offer an “introductory special” or “for new clients only” discount in your business for the first month or two–and that’s the same advice I’d give a female just starting out. But don’t get ridiculous by setting your price for massage at half the going rate–a ten or fifteen dollar discount is plenty.
Participate in as many community service events as you can and get your name out there. Go into every business around and introduce yourself, armed with cards and brochures. Be personable and professional.
My new book, One Year to a Successful Massage Therapy Practice, (LWW FEb 2008) is available from the Lippincott website at http://www.lww.com or from Amazon and many other booksellers. It will get you off on the right foot to building a great practice.
Congratulations on your new career!
Laura Allen
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Thanks for your kind words, Laura, and the adoption of one of my favorite terms. I’ve been a big believer of cooperative competition (”cooperatition” works too) as long as I’ve been in practice and continue to encourage and welcome it to this day in all aspects of my business. Not only are there enough overall clients out there for all of us, but there are plenty of clients that are the “best fit” for each person’s style of practice, personality and preferences.
That is not to say that all therapists out there WILL have enough clients but, in my opinion, this is not due to too much competition. Some people out there are not quite ready to succeed or perhaps are in the wrong business or area. Or they may not be doing what they need to do to market and build a thriving practice. (For those who need help in this area check out Laura’s new book!)
The point is I guess is to be giving and open with your time, knowledge and spirit, not just to your clients but to others in this profession and all types of businesses. Be willing to help others succeed and acheive their dreams. The reward of knowing you did something good for someone else alone may be enough for you, but I promise your kindness and love for others will repay itself again and again in a variety of ways if you are open to receive them.
Felicia Brown, LMBT
Owner & Spa Consultant
Certified Guerilla Marketing Coach
Spalutions!
http://www.spalutions.com
http://blog.spalutions.com -blog
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Don’t let being a male therapist scare you. There are plenty of us out there making a very good living as massage therapist. The most important advice I can give to any therapist is keep it honest and professional at all times and it will come to you. Yes you have to work hard and market hard to gain a succesful practice. Just like your american express card DON’T LEAVE HOME without your BUSINESS CARDS and YOUR APPOINTMENT BOOK also be ready to tell everyone what you do hand them a card and ask for the appointment all they can say is yes or no. best wishes on your career.
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That’s great advice, Antonio, for females too! Everytime I teach a class I ask for a business card from attendees. At least half the people in class usually aren’t carrying any, and that’s awful! Your business cards should go everywhere you go. Put some in your car. Open your closet and put a few in every coat pocket and every purse or tote bag that you carry. Let it become a daily habit to replenish your card case. As Antonio says, don’t leave home without them!
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